Global experiential agency Momentum Worldwide collaborated with the Spanish Association Against Alzheimer’s and other Dementias (CEAFA) to introduce Lost in the World to Fortnite. In doing so, the collaborators created the first-ever immersive Alzheimer’s simulator on the platform targeting Gen Z gamers.
Within this virtual world, users experience disorientation, memory glitches, and time and space dissociation, all of which convey the experience of living with the disease. Lost in the World invites Fortnite players to gain newfound levels of understanding and empathy, and get involved in the fight against the disease. “Even at a tender age of 19, one young boy was diagnosed with Alzheimer’s, making him the youngest patient ever,” said Rodri González, Spain executive creative director at Momentum Worldwide.
As part of the campaign, Spanish gaming influencers were invited to try the simulator not knowing what it was, and their real reactions were captured.
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